CD Disertasi

Pengaruh Celebrity Endorse, Perceived Value Dan Brand Image Terhadap Keputusan Pembelian Mobil Toyota Sienta Dengan Kepuasan Konsumen Sebagai Variabel Moderasi Pada Pt. Agung Automall Cabang Soekarno Hatta Pekanbaru

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The purpose of this stu dy was to analyze the influence of celebrity endorse, Perceived Value and Brand image on the Toyota Sienta Car Purchase Decision. To analyze the effect of celebrity endorse, Perceived Value on Brand image on decisions with consumer satisfaction as a moderating variable. In this study, the population is consumers who buy Toyota Sienta at PT. Agung Automall Soekarno Hatta Branch from 2016-2019 as many as 421 people. Of the total population, the sample was determined as many as 81 people. The data used in this study are primary data and secondary data, while the data collection technique uses a questionnaire. The data analysis technique used in this study was multiple linear regression and moderate regression analysis.
The results showed that Celebrity endorsement, Percieved value and Brand image have a significant effect on consumer purchasing decisions. Celebrity endorsement has an effect on consumer purchasing decisions with satisfaction as moderating. Perceived value affects consumer purchasing decisions with satisfaction as a moderating. Brand image affects consumer purchasing decisions with satisfaction as a moderating.
Key words : Celebrity Endoser, Perceived Value, Brand Image and Purchase Decisions

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

10 03. 220 (0106)

Penerbit

Pekanbaru : Universitas Riau – Pascasarjana – Tesis Manajemen., 2020

Deskripsi Fisik

xii, 95 hlm,; ill.: 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

10 03. 220 (0106)

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

FATAH

Versi lain/terkait

Lampiran Berkas

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